El objetivo de la presente investigación es determinar la relación entre las variables marketing experiencial y la recompra de cervezas artesanales en los bares por parte de hombres y mujeres entre los 20 a 35 años. De esta manera, poder identificar qué variable tiene mayor correlación con la intención de compra. Esta investigación es de alcance correlacional, ya que busca describir y relacionar los motivos de intención de compra en base a las variables y dimensiones puestas en estudio. Asimismo, se decidió investigar antecedentes, entrevistar a tres expertos en el rubro y realizar dos focus group con el público objetivo. Se halló que las variables y dimensiones de mayor relación con la recompra son la experiencia, el producto, los precios y estilo de vida. Por último, a partir de la investigación, se ha conocido de forma más profunda al público objetivo. Los resultados con mayor relevancia son que el marketing experiencial junto a las acciones de actuaciones, son fundamentales para que el target recompre cervezas artesanales en los bares y que definitivamente, el precio influye en la decisión de compra. / The objective of this research is to determine the relationship between the variables experiential marketing and the repurchase of craft beers in breweries by men and women between the ages of 20 and 35. In this way, to identify which variable has the greatest correlation with the purchase intention. This research is based on a scope of correlational, since it seeks to describe and relate the reasons for purchase intention based on the variables and dimensions put into study. Likewise, it was decided to investigate the background, interviewed three experts in the field and conducted two focus groups with the target audience. It was found that the variables and dimensions most related to the repurchase are the experience, product, prices and the target lifestyle. Finally, based on the research, the target has been known and studied more deeply. The results with greater relevance are that experiential marketing along with the actions of acts, are essential for the target to repurchase craft beers in the bars and that definitely, the price also influences on the purchase decision. / Trabajo de investigación

El tema de la presente investigación se centra en las “Impacto de la experiencia de Realidad virtual en la imagen de marca en capacitaciones B2B”. Para su desarrollo, el contenido se ha dividido en tres partes: introducción, tres capítulos (marco teórico, metodología y campo) y finalmente, conclusiones (discusión e implicancias que se han encontrado en la investigación). La Realidad Virtual es un tipo de tecnología que está despertando el interés de muchas empresas por su gran potencial estratégico. La experiencia VR permite penetrar en la mente del consumidor por las posibilidades de generar una experiencia vivencial de forma audiovisual de gran impacto. Gracias a ello, apareció un nuevo uso enfocado al B2B como maquinaria, capacitaciones y showrooms de muestra. El presente estudio se enfoca específicamente en las capacitaciones por ser rentables específicamente para el sector minero por el transporte a las minas que están a fuera de la ciudad. Además, abarca la imagen de marca como tema de marketing por lo mismo que para las empresas dedicadas al B2B les es relevante el estatus. A partir de ello, se desglosa en un análisis de calidad, inmersión, esfuerzo del cliente, satisfacción y notoriedad. El diseño es no experimental de corte transversal y alcance correlacional debido a que se observa y detalla la característica de dos acciones en momentos específicos. Asimismo, se utilizó un enfoque mixto, es decir cualitativo y cuantitativo. Los descubrimientos a nivel cualitativo y cuantitativo indican que la relación es significativa; sin embargo, la teoría muestra que ciertos factores tienen una mayor significancia que en la tropicalización no corresponden de igual forma. / The subject of this research focuses on the “Impact of the Virtual Reality experience on the brand image in B2B training”. For its development, the content has been divided into three parts: introduction, three chapters (theoretical framework, methodology and field) and finally, conclusions (discussion and implications that have been found in the research). Virtual Reality is a type of technology that is awakening the interest of many companies for its great strategic potential. The VR experience allows you to penetrate the mind of the consumer by the possibilities of generating an experience of audiovisual experience of great impact. Thanks to this, a new use focused on B2B appeared as machinery, training and sample showrooms. This study focuses specifically on training because it is profitable specifically for the mining sector due to transportation to mines that are outside the city. In addition, it encompasses the brand image as a marketing theme for the same reason that for companies dedicated to B2B, their status is relevant. From this, it is broken down into an analysis of quality, immersion, customer effort, satisfaction and notoriety. The design is non-experimental with a cross-sectional and correlational scope because the characteristic of two actions is observed and detailed at specific times. A mixed approach was also used, that is, qualitative and quantitative. The qualitative and quantitative findings indicate that the relationship is significant; However, the theory shows that certain factors have a greater significance than in tropicalization they do not correspond in the same way. / Trabajo de investigación

El presente trabajo analiza la influencia de las estrategias del marketing experiencial en la satisfacción de las mujeres millennials que acuden a tiendas retail de belleza en Lima Metropolitana. El objetivo del paper es analizar a través de que variables el marketing experiencial se evidencia en el punto de venta. Asimismo, evaluar cómo se encuentra la categoría dentro del mercado y analizar el target al que va dirigida la investigación. En cuanto a los resultados, se observa que las importaciones de maquillaje en el 2018 tuvieron un alza del 4% con respecto al año anterior. Existen tres formas de crear experiencias: a través del producto, mediante puntos de venta y por medio del uso del producto/servicio. En la actualidad, marcas como NYX, Urban Decay, MAC ya emplean estrategias de marketing experiencial en sus tiendas retail para ser más atractivos para las consumidoras. Con estos resultados, se ofrecen aportes considerables para las empresas que están dentro de este rubro brindando información relevante a considerar. Sin embargo, aún falta incorporar la investigación a profundidad de estas acciones con el target. / This work analyzes the influence of experiential marketing strategies on the satisfaction of millennial women who go to beauty retail stores in Metropolitan Lima. The main objective of the paper is to analyze through which variables experiential marketing is evident at the point of sale. Also, evaluate how the category is developing in the market and analyze the target for which the research is aimed. As for the the results, it is observed that makeup imports in 2018 had an increase of 4%, compared to the previous year. Likewise there are three ways to create experiences: through the product, through points of sale and through the use of the product / service. Nowadays brands like NYX, Urban Decay, and MAC already use experiential marketing strategies in their retail stores in order to be more attractive to consumers. With these results, substantial contributions are offered for the companies that fall within this category, providing relevant information to consider. However, there is still a need to incorporate in-depth research of these actions with the target. / Trabajo de investigación

Beyond simple shopping needs, nowadays consumers are continuously looking for the consumption of new experiences. This contemporary consumer request also unveils inside shopping centers, which as scholars recognize, are shifting functionality towards becoming centers for customer engagement.Following this trend, marketers are continuously looking into new ways to increase offer attractivity and consequently spur customer engagement. Rituals represent a possible new lens to study consumer behaviour inside the mall landscape and disclose new hidden consumers' processes for value creation.By conducting a pre-study with two mall managers, we sensed their perspective of the mall and individuated the challenges of shopping centers future development and new consumer shopping trends. In a second phase, we focused on analysing the consumer perspective and utilization of the mall by observing their shopping rituals. Semi-structured interviews were conducted with 20 consumers constituting of both Young Professionals and families.In conclusion, different types of rituals were individualized and analysed. By applying rituals to the shopping behaviour of consumers inside shopping malls yielded several insights that resulted to be useful for managers and a valuable contribution to academic research. The results show that mall visitors consume specific rituals inside shopping malls depending on both the target groups (young professionals or families) of consumers as well as the mall experience type (seductive, functional, interactive museum or social). Young Professionals tended to be more spontaneous and socially oriented. However, families tended to shop for functional reasons and often have a planned script of their shopping ritual that they follow throughout their shopping journey at a shopping mall.

Background: The leisure and recreational sports market, a multibillion-dollar industry, isexperiencing a transformative shift. With increased competition and changing consumerdemographics, businesses and facilities are seeking innovative strategies to ensure customerretention and maintain profitability. Golf, as a key player in this sector, has seen a resurgencein popularity due to its adaptability during social distancing measures. Amid this growth, theindustry faces challenges to engage and retain a new demographic of golfers. To address this,experiential marketing, emphasizing immersive and interactive customer experiences, hasbecome increasingly critical. This approach focuses on creating memorable experiences ratherthan simply providing product or service information. Purpose: The aim of this study is to investigate the influence of experiential marketing oncustomer engagement and loyalty within the golf industry, specifically analyzing howdifferent golf course dimensions affect consumers' emotional responses and willingness toreturn. This research will provide valuable insights for the development of effectiveexperiential marketing strategies in participation sports. Method: Ontology - Constructivism; Epistemology - Interpretivism; Methodology - Multiplecase study; Data collection - 10 semi-structured interviews; Sampling - Criterion sampling,which followed the criteria: (1) recent experience, participants must have played at both golfcourses during the 2023 season, ensuring that their experiences and feedback are current andrelevant to the present-day amenities offered by the clubs, while also minimizing theinfluence of any seasonal effects. (2) geographic location, participants must reside within theJönköping region, as this helps ensure that their experiences are not biased due to traveling toa new region or country, which could potentially lead to biased conclusions. (3) time played,the golfers must have completed at least 18 holes of golf as to ensure that they get the fullexperience at both of the selected golf courses.; Data Analysis – Content Analysis (creation ofa tree-diagram based on quotes, sub-categories, generic categories and main categories) Conclusion: This research offers insights into how experiential marketing dimensions likeamenities, atmosphere, and customer service influence golfer satisfaction and returnintentions. Key findings indicate that these elements elicit strong emotional responses, drivinggolfer loyalty. A holistic approach that addresses both tangible and intangible elementsenhance overall satisfaction. This study underlines the need for continued research into thesefactors to support the development of effective strategies for the golf industry.

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The rise in the popularity of digital communication and social media platforms has increased the speed of information exchange among customers, and enabled them to instantaneously voice their thoughts and opinions about brands. This trend however has created certain challenges for marketers since they could no longer exert the sole control over the identities of their brands. Past research has confirmed that social interaction plays a key role in development of strong relationships among individuals (e.g. Nahapiet and Ghosal, 1998; Lobschat et al., 2013). In branding context, social interactions and the benefits derived from them establish a brand’s social value, and contribute to the formation of solid customer-brand relationships. As an attempt to better capture a brands’ social value, Lobschat et al. (2013) recently introduced the concept of social currency. Their findings reveal the importance of social currency as a key antecedent to several components of brand equity such as perceived quality, brand loyalty, and brand trust. Due to the newness of the social currency construct, however, its relationship with many other key variables of consumer behavior has not been much verified yet. In particular, there has been very little investigation of the potential links between social currency and the two emerging paradigms of experiential and transformational branding. Accordingly, the current study explores the role of brand’s social currency in providing experiential and transformational benefits in the context of cosmetics consumption. It further investigates the roles of brand experience and customer transformation in shaping greater customer attachment towards the brand. To test these relationships, the Structural Equation Modeling (SEM) method is applied. In total, 373 participants took part in this study. Self-administered questionnaires were distributed, and participants were invited to report on their consumption of their favorite cosmetic brands. Findings confirm that the various dimensions of social currency lead to experiential and transformational benefits in different ways. Results further suggest that both experiential and transformational benefits contribute to the enhancement of customer-brand relationships. Theoretical and managerial contributions are discussed.

近年來隨著經濟水準的成長，國人對奢侈品的消費能力日益提高，事實上，這也是目前全球普遍的消費行為轉變，而「奢侈品」具有品牌形象良好、高品質、凸顯品味等特色，其商品利潤遠也超乎平價商品，以奢侈品的「高級汽車」來說，其銷售量在台灣車市中一直維持穩定的成長，並不會受到整體經濟環境的影響，呈現一個獨特的消費市場。 有別於傳統行銷理論著重於消費者理性抉擇因素，本研究從感性觀點切入，欲瞭解這群高消費能力之消費者，對於高級汽車購後的心理層次要求，故本研究以Schmitt(1999)所提出的「體驗行銷」為研究主軸，進行實證研究，探討「策略體驗模組(SEMs)」對於LEXUS高級車車主「顧客滿意度」、「顧客忠誠度」的影響關係，調查方式則針對台北地區LEXUS車主，在營業場所進行為期三週的問卷調查，最後則根據研究結果，研擬未來高級汽車在體驗行銷策略上的建議。 本研究發現，體驗行銷與顧客滿意度、顧客忠誠度之間，均具有中高程度的相關關係，迴歸分析顯示情感體驗、關聯體驗對於顧客滿意度、顧客忠誠度具有最高的預測能力，根據體驗行銷之理論架構，證明LEXUS消費者處於營業所時，心情會感到愉快並且促進滿意，車主本身的品牌社群概念，則有助於持續再消費的忠誠度，研究結果也證實了LEXUS近年來於消費者的品牌經營之成效。 關鍵詞: 體驗行銷、顧客滿意度、顧客忠誠度 / With the raising development of the economic level in recent years, citizens have progressively upgraded their consumption level into luxury goods. In fact, this is also the global trend of the change in consumption behavior. A extravagance features good brand image, high quality, and the sense of taste, its profit is also much higher than ordinary products. In terms of luxury vehicles, the sales volume has maintained a steady growth in Taiwan market, forming a unique market condition, regardless of the economic recession overall. Unlike traditional marketing theories which focus on the rational factors of consumer decision, this thesis uses a perceptual perspective to understand the psychological needs of consumers after they purchased a luxury vehicle .Therefore, this thesis is based on the theory “Experiential Marketing” built by Schmitt(1999), to proceed a concrete investigation on the influence of SEMs(strategies of experiential modules) on LEXUS automobile owners’ consumer satisfaction and loyalty. The investigation aims LEXUS automobile owners in Taipei area, using questionnaires in selling points and the procedure last three weeks. At last, according to research results, this thesis will provide practical marketing suggestions for LEXUS Keywords：Experiential Marketing, Consumer Satisfaction, Consumer Loyalty

Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-02-07T16:00:38Z No. of bitstreams: 1 Laura Tonon Zuanazzi_.pdf: 3244157 bytes, checksum: 7a227bcd80ccfc229abe8c5d7321d5c2 (MD5) / Made available in DSpace on 2018-02-07T16:00:38Z (GMT). No. of bitstreams: 1 Laura Tonon Zuanazzi_.pdf: 3244157 bytes, checksum: 7a227bcd80ccfc229abe8c5d7321d5c2 (MD5) Previous issue date: 2017-04-20 / Nenhuma / A análise sobre o tema experiência de consumo permite identificar duas linhas de pesquisa distintas sob a perspectiva do consumidor. A primeira, defendida pelo marketing experiencial, aponta que a interação com o consumidor precisa ser preenchida com estímulos constantes que despertem surpresa e encantamento. A segunda, por outro lado, critica essa afirmação ao ressaltar que esse processo infantiliza o consumidor e que a busca atual é de liberdade na criação das próprias experiências. Especificamente no turismo, por se tratar de um setor do ramo de serviços, a elaboração da experiência por parte das empresas pode ser desenhada com características de um ou de outro cenário, residindo a dúvida de qual linha abriga a maior aceitação pelos consumidores. O objetivo desta dissertação é justamente analisar comparativamente experiências de consumo espetaculares versus espontâneas no turismo e, ainda, tentar compreender os pontos que aproximam e distanciam os dois cenários. Para tanto, foi realizada uma pesquisa qualitativa, inspirada na metodologia da pesquisa-ação para analisar, no momento do consumo, a reação e percepção dos consumidores em ambas as experiências. Os resultados foram divididos entre macrocategorias positivas e negativas e subcategorias específicas envolvendo as unicidades de cada cenário. Por fim, realizou-se uma análise comparativa entre as categorias que demonstrou a existência de uma linha tênue entre o que é considerado positivo e negativo em cada uma das abordagens. Este estudo instigou contribuições teóricas que criticam a existência de linhas dicotômicas e não relacionadas, sugerindo a complementação e coexistência de pontos positivos em ambos os cenários cenários para entregas de maior valor aos consumidores. Sob a perspectiva das empresas, os resultados apresentaram um conjunto de sugestões práticas que apoiam a construção de experiências de consumo positivas no setor de turismo. / The consumption experience studies lie on two different streams. The first one, supported by the experiential marketing, states that the interaction with consumers must be filled with constant stimulations that generates surprise and enchantment. The second one criticizes this idea suggesting that this process infantilizes the consumer; rather, it assumes that customers look for freedom to cocreate their own experiences. Regarding the tourism context, the construction of the experience by the companies can be drew in one or other scenario, leading to the question about which one have the best acceptance by consumers. The main objective of this dissertation is to comparatively analyze spectacular experiences versus spontaneous experiences in tourism and try to comprehend what are the points that put them together or that drive them away from each other. For this purpose, a qualitative research was conducted, inspired by the action-research methodology. The goal was to analyze, during the consuming process, the customers reactions and perceptions in both types of experience. The results were divided into macro categories – positive and negative – and specific subcategories in each scenario. Lastly, a comparative analysis between the categories showed the existence of a thin line that separates the perception of positive and negative in the two different approaches. This study instigates theoretical contributions that criticize the existence of a dichotomy between both lines and argues that both paths should complement each other and coexist. Under the companies’ perspective, the results exhibited a set of practical suggestions that support the construction of positive consuming experiences in tourism.